Toyota is going all-out in efforts to bring attention to the automaker’s newly redesigned 2016 Prius.
The automaker is running a Prius spot in Super Bowl 50, advertising’s biggest stage, to show off the hybrid car that has appeared in the game just once before.
The 90-second spot will run during the two-minute warning in the first half and kick off a larger campaign for Prius, according to Toyota. The automaker is mum of most of the creative details, other than to say the ad is designed to be funny. It was filmed in Los Angeles and Chicago.
This marks Toyota’s fifth straight appearance in the Super Bowl, but the automaker has not dedicated a spot to Prius in the game since 2005.
The ad comes as much of the momentum in the car industry centers around SUVs and pickup trucks, partly because of cheap gas prices. That makes it interesting timing for an expensive ad touting a gasoline/electric hybrid vehicle such as the Prius, whose U.S. sales fell 11 percent in 2015 to 184,794 vehicles.
Toyota wants to use the Super Bowl’s massive stage to get people excited about the new 2016 version.
“The vehicle that revolutionized the way that Americans look at hybrids and came of age with the entire American public watching, is certainly deserving of this grand stage to unveil its next generation model to our guests throughout the country,” Jack Hollis, group vice president for marketing at Toyota Motor Sales USA, said in a statement.
The 2016 Prius is longer, lower and wider than its predecessors, offering more interior room. According to EPA fuel economy ratings released in November, the vehicle gets 54 miles per gallon in the city and 50 miles per gallon on the highway.
Other auto brands that have confirmed Super Bowl 50 ads are Honda, Hyundai, Acura, Kia, Mini and Buick. Toyota-owned Lexus recently confirmed to Ad Age that it does not have plans to run an ad in the game.
The agency at the helm of the Prius ad is Saatchi & Saatchi, Los Angeles.